Extending the Model of Goal-Directed Behavior to Understand Tourists' Decision-Making Process for Purchasing Luxury Goods

Abstract

The present study investigated the formation of tourists' intentions to purchase luxury fashion goods during overseas trips. An extended model of goal-directed behavior(EMGB) was developed by examining prior knowledge of overseas shopping. The study sample included tourists who had experienced purchasing luxury fashion goods during their international traveling. The data were collected using a web-based survey. An online research firm's system for survey was utilized. After excluding extreme outliers and eliminating responses not associated with luxury goods, 372 cases were selected for further analysis. Using confirmatory factor analysis, the measurement structure of our model was evaluated. Subsequently, the goodness- of-fit of the EMGB model was evaluated by using the structural equation modeling(SEM). Lastly, the hypothesized relationships were assessed. Our results indicated that the EMGB model contained a satisfactory fit to the data, and the desire among research constructs had the strongest effect on tourists' intention to purchase luxury goods while traveling abroad. Desire to purchase was found to be a significant function of subjective norm, positive anticipated emotion, perceived behavioral control, frequency of past behavior, and prior knowledge. The findings of the current study contribute to clearly understanding international shopping travelers' decision- making process and can be effectively utilized for inventing marketing strategy in the luxury- goods industry.